PRIMEChat: Better Insights. Better PR-ROI. – Cindy Villafranca of Southwest Airlines (Webinar On-Demand)



Webinar Overview

Cindy Villafranca of Southwest Airlines visits PRIME Chat on January 31 at 1 p.m. ET to share her expertise contributing  into Southwest’s big data analyses for improving communications and business performance.  Recently named as one of the “Top Women in PR” by PR News, Cindy’s experiences as a journalist, corporate communicator and data scientist empowers Southwest’s internal and external communications for better planning and more meaningful evaluation.  Cindy will share case studies to illuminate Southwest’s leading position in applied data sciences for public relations. 

In addition to her presentation, Cindy will converse with PRIME Research’s Mark Weiner and answer questions from the audience.

With PRIMEChat, top corporate communicators from some of the world’s most prominent organizations share compelling experiences, guidelines and insights promoting research in public relations.  PRIME Research along with partner The Institute for Public Relations  supports this series of one-on-one interviews featuring the profession’s top PR research thought-leaders.  Presenters include speakers from McDonald’s, SAP and KPMG.


Cindy Villanfranca
Communications Measurement and Analytics
Southwest Airlines

With more than 18 years’ professional experience, Cindy Villafranca began her career in television news as a producer for KOTV in Tulsa, OK. She exited the news business after 8 years, transitioning to the public relations field, where she quickly applied her news experience to internal and external communications, crisis situations, social media, and measurement/analytics. While in the public relations role, Cindy has worked for several large organizations and companies, including Tulsa Community College, the American Heart Association, Balfour Beatty Construction, and currently, Southwest Airlines. Cindy’s expertise in the creation and execution of internal and external communications campaigns, combined with her passion for analysis and measurement, has resulted in the ability use various key performance indicators to highlight business growth and recognition.  On Twitter: @CinDLew, Linked In:


Mark WeinerMark Weiner
Chief Executive Officer
PRIME Research Americas

One of the world’s largest corporate communications research and consulting firms, PRIME employs more than 500 analysts and consultants who combine talent with technology to foster better business decisions among its global clients. Weiner joined PRIME as CEO in 2008. Prior to PRIME, Weiner was the Global Director and Senior Vice President of Ketchum Research where he led an international team of analysts before which he was the CEO of Delahaye, a corporate communications research and consulting firm. Weiner founded Medialink Research in 1994 which became Delahaye Medialink in 1999 after the acquisition of The Delahaye Group. Weiner is a member of the PR News Measurement Hall of Fame and delivered the Distinguished Lecture in Public Relations at Quinnipiac University.

Weiner is a member of the Arthur W. Page Society, serves as a Trustee and the 2017 Chairman of the Measurement Commission for The Institute for Public Relations, and serves on the Advisory Board of the Museum of Public Relations. He is a member of the International Association of Business Communicators, the Public Relations Society of America and AMEC. Weiner sits on the editorial advisory boards of The Strategist and PR News. He is a regular contributor to PR Week, IABC’s Communication World, PRSA’s Tactics and The Strategist, and, as well as an active participant at conferences by The Institute for Public Relations, The Conference Board, ABERJE, the Association of National Advertisers, The American Marketing Association, The Arthur Page Society, IABC and PRSA. Since 1993, he has devoted his career to helping many of the world’s most respected organizations and brands to demonstrate and generate a positive return on their investment in corporate and brand communications.